Brand loyalty is something every marketer aspires to each and every day.
At Domino’s Pizza, brand loyalty has reached new heights. The attendant brand momentum has carried Domino’s to new and exciting places in the world of customer loyalty.
During the company’s second-quarter earnings conference call on July 16, President and CEO Patrick Doyle was ecstatic about the brand’s position in the marketplace.
“It was a fantastic quarter for Domino’s,” Doyle said, according to Seeking Alpha. “Brand momentum that continues to reach new heights, sustain robust domestic same-store-sales; great global store growth that continued with our trailing 12-month’s net store openings of now over 800; rock solid performance from international with two new market openings; unmatched technology innovation demonstrating some of the highest levels of creative forward thinking in all of retail and a business model providing strong unit economics and continued franchise profitability around the globe as well as outstanding returns to our shareholders. Strong operations, record 2014 franchise profitability, as well as impressive franchisee action on the progress of store reimages have laid the foundation for terrific morale and momentum within our domestic system.”
Domino’s recorded a whopping 12.8% increase in same-store sales.
“The genuine approach of listening and responding to customers going back over five years to the launch of our new and inspired pizza has become a critical piece of what Domino’s stands for and is clearly a huge element of our 
brand strength,” Doyle said. “We have used customer feedback to remain disciplined and strategic on the new product front and will continue working on and rolling out permanent menu items when it makes sense for our customers and operators. We have applied customer feedback to our pizza theater design and are pleased to say that we plan to reimage an additional 1,000 stores domestically this year bringing this welcoming layout to many more customers across the nation. And most recently, customer interest was a factor in partnering with Apple to launch Domino’s Tracker App for Apple Watch becoming the first U.S. pizza company to bring this order tracking capability to Apple Watch devices. We will continue listening and responding to our customers.”
The digital customer is a key for Domino’s.
“As we learn more about our digital customer, I can't stress enough that the primary benefit of this platform is the customer experience,” Doyle said. “This certainly helps promote frequency. Once you try digital, it’s hard to go back to anything else and that is ultimately a credit to our talented development team. Our lineup now includes the ability to create a personalized pizza profile and toward an easy order, the benefit of seeing our entire menu, voice ordering via Dom, our virtual ordering assistant, Domino's tracker and list goes on and on. Our focus remains on investing in this experience and preserving that customer frequency which is a much greater benefit for us than nominal ticket increases and labor cost reductions. Maintaining this focus is what has helped us maintain our lead within the space.”